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Jersey from Belgian brand Decca comes from same people behind #bloodycyclist website - there's a t-shirt and bidon too...

One positive thing to have come out of the Emma Way saga, besides the focus it has placed on the safety of cyclists and misconceptions on the part of some drivers about 'road tax' is that bike riders have reclaimed the #bloodycyclist hashtag for themselves – and now you can buy a jersey to proclaim that you are proud to be one.

The jersey, which costs £38, of which £5 will be donated to the East Anglian Air Ambulance, is from the same people who set up the #bloodycyclist website and Facebook page which aim to raise awareness “of the dangers cyclists face on a daily basis.”

The website and Facebook page were set up with the blessing of Toby Hockley, the cyclist knocked off his bike by Ms Way. The jersey is made by Belgian brand Decca, now also operating in the UK through Norwich based BottleSports, and which supplies Toby’s club, Iceni Velo.

According to #bloodycyclist, the now notorious ride in which Toby was knocked off his bike was his new jersey’s first outing, and Quinton Van Loggerenberg of Decca says: ““We are confronted every day with the results of aggression by roads users leading to accidents.

“Decca is delighted to work with #bloodycyclists to bring awareness and respect to ALL road users, making the roads safer for all.”

Also available are a t-shirt and bidon, and you can find details of all three items on the shop section of the #bloodycyclists website.

Born in Scotland, Simon moved to London aged seven and now lives in the Oxfordshire Cotswolds with his miniature schnauzer, Elodie. He fell in love with cycling one Saturday morning in 1994 while living in Italy when Milan-San Remo went past his front door. A daily cycle commuter in London back before riding to work started to boom, he's been news editor at road.cc since 2009. Handily for work, he speaks French and Italian. He doesn't get to ride his Colnago as often as he'd like, and freely admits he's much more adept at cooking than fettling with bikes.